Customer Satisfaction: A Quantitative study on the Impact of Online

Customer Satisfaction: A Quantitative study on the Impact of

and Traditional Selling among Customers
Online and Traditional Selling among Customers
 
 Introductio
n
• Many businesses went bankrupt and
closed due to the COVID-19 pandemic.

• Some of the businesses are struggling

to recover.

• Customers

• defining customer attitude and what

they want in a market.

• To determine in what aspect were the

customers are satisfied and dissatisfied
regarding their online or traditional
shopping experience
Summary of Findings

1. What is the demographic profile

of the respondents in terms of age
and gender?
 Table 1.1 Gender of the respondents
Gender Frequency Percentage
Male 30 44.12%
Female 38 55.88%

Total 68 100.00%

Table 1.2 Age of the respondents

Age Frequency Percentage
15 to 20 years old 56 82.35%

21 to 25 years old 12 17.65%

Total 68 100.00%
2. What are the preferences of
customers in buying products
through online and
traditional shopping?
 Table 2.1 Kind of store that the respondents generally
Store Frequency Percentage
Traditional/Physical Store 0 0.00%

Online Store 19 27.94%

Both 49 72.06%
Total 68 100.00%

Table 2.2 Most common tool used by the

respondents for online shopping
Tool for Online
Frequency Percentage
Shopping
Computer/Laptop 0 0.00%
Smart phone 68 100.00%
Tablet 0 0.00%
Total 68 100.00%
 Table 2.3 Most describe the shopping habits of the respondents in general
Shopping Habits Frequency Percentage
A.I usually research product online but buy the product
23 33.82%
in traditional store
B. I usually research and buy product in traditional store 17 25.00%
C.I usually research and buy product online 28 41.18%
D.I usually research product in traditional store but buy
0 0.00%
product online
Total 68 100.00%

Table 2.4 Greatest apprehension about shopping online

Frequenc
Apprehension about Shopping Online Percentage
y
A. Loss of personal information 24 35.29%
B. Loss of payment information 9 13.24%
C. Bad internet connection 35 51.47%
Total 68 100.00%
 Table 2.5 Most concern when shopping in an online store

Concern when shopping Online Frequency Percentage

Time of Delivery 8 11.76%

Return Policy 16 23.53%

Review of Product 44 64.71%

Total 68 100.00%
 Table 2.6 Assessment of the respondents on their
level of frequency in buying thru online stores
Extremely Slightly
Quite Often Moderately Not at all
Often Often Weighted
Questions Verbal Interpretation
Mean
1 2 3 4 5
1. Do you use your real information in
13 38 14 3 0 2.10 Quite Often
online store application?
2. Do you enjoy shopping online on
5 30 23 10 0 2.56 Quite Often
different websites?
3. How easy did you find searching what
12 42 10 1 3 2.13 Quite Often
you wanted in an online store?
4. Do you feel items are fairly priced at
16 19 22 0 11 2.57 Quite Often
online store?
5. How satisfied are you with the product
8 42 14 4 0 2.21 Quite Often
varieties available in online store?
6. How often do you buy products
4 31 16 17 0 2.68 Moderately
online?
7. How comfortable are you in buying
4 23 27 14 0 2.75 Moderately
products online?
8. How confident are you that your
personal information is kept confidential 0 19 32 13 4 3.03 Moderately
when buying products online?

9. How often privacy concern prevents

11 8 30 15 4 2.90 Moderately
you by buying products online?
Overall Weighted Mean 2.55 Quite Often
 Table 2.7 Assessment of the respondents on their level of frequency
in buying thru the physical stores
Extremely Slightly
Quite Often Moderately Not at all
Often Often Weighted
Questions Verbal Interpretation
Mean
1 2 3 4 5

1. Are you able to find what you were

21 16 28 0 3 2.24 Quite Often
looking for in a physical store?

2. The store stuff is supportive enough

to assist you in finding the items of
26 30 12 0 0 1.79 Extremely Often
your choice when you buy at physical
store.

3. Have you ever tried to return or

4 19 22 8 15 3.16 Moderately
exchange a product at physical store?

Overall Weighted Mean 2.40 Quite Often

 Table 2.8 Assessment of the respondents on the level of agreement about their

opinion about Online and Physical Store Shopping

Strongly Strongly
Agree Neutral Disagree
Agree Disagree Weighted Verbal
Statement
Mean Interpretation
1 2 3 4 5

1. I enjoy traditional shopping

more than online shopping
23 21 16 8 0 2.13 Agree
because it gives me more time to
wander.

2. Online shopping offers shop

16 31 21 0 0 2.07 Agree
that is not available in my place

3. I visit the store based on a

11 37 20 0 0 2.13 Agree
promotion or sale.

Overall Weighted Mean 2.11 Agree

3. What factors affected

the customers that change

the way they shop?

 Table 3.1 Variables affect the service quality when buying
product in a Physical
Strongly Strongly
Agree Neutral Disagree
Variables affect the service Agree Disagree
Weighted Verbal
quality when buying product
Mean Interpretation
in a Physical Store 1 2 3 4 5

Physical aspect 34 34 0 0 0 1.50 Strongly Agree

Reliability 38 27 3 0 0 1.49 Strongly Agree

Personal interaction 38 26 4 0 0 1.50 Strongly Agree

Problem solving 27 27 14 0 0 1.81 Agree

Policy 27 29 12 0 0 1.78 Strongly Agree

Pricing 35 26 7 0 0 1.59 Strongly Agree

Convenience 30 34 4 0 0 1.62 Strongly Agree

 Table 3.2 Variables affect the service quality when buying

product in an Online Store

Strongly Strongly
Agree Neutral Disagree
Variables affect the service Agree Disagree
Weighted Verbal
quality when buying product
Mean Interpretation
in an Online Store
1 2 3 4 5

Security 22 32 14 0 0 1.88 Agree

Information availability 31 21 16 0 0 1.78 Strongly Agree

Shipping fee 25 27 16 0 0 1.87 Agree

Quality of product 34 30 4 0 0 1.56 Strongly Agree

Pricing 38 30 0 0 0 1.44 Strongly Agree

4. Is there a significant
relationship between
factors affecting service
quality and their level of
frequency in buying
thru online and physical
stores?
Hypothesis

H0: There is no significant relationship

between factors affecting service quality
and their level of frequency in buying
thru online and physical stores.

H1: There is a significant relationship

between factors affecting service quality
and their level of frequency in buying
thru online and physical stores
Level of Frequency in
Spearman Rho P-value Decision Conclusion
Buying Thru Online vs.

Security 0.268 0.027 Reject Null Hypothesis Significant Relationship

Information Reject Null Significant

0.281 0.020
Availability Hypothesis Relationship

Accept Null No Significant

Shipping Fee 0.144 0.240
Hypothesis Relationship

Accept Null No Significant

Quality of Product 0.124 0.315
Hypothesis Relationship

Reject Null Significant

Pricing 0.518 0.000
Hypothesis Relationship
Level of Frequency in Buying
Spearman Rho P-value Decision Conclusion
Thru Physical Store vs.

Physical Aspect 0.124 0.312 Accept Null Hypothesis No Significant Relationship

Reliability 0.137 0.264 Accept Null Hypothesis No Significant Relationship

Personal Interaction 0.025 0.842 Accept Null Hypothesis No Significant Relationship

Problem Solving 0.243 0.046 Reject Null Hypothesis Significant Relationship

Policy 0.240 0.049 Reject Null Hypothesis Significant Relationship

Price 0.010 0.938 Accept Null Hypothesis No Significant Relationship

Convenience 0.208 0.089 Accept Null Hypothesis No Significant Relationship

RECOMMENDATIO
N
■ The researchers recommend
to have a high quality of
service that the store will
offer to the customer. This
quality may exceed or may
meet the expectations of the
customers
■ First is the target market of the
store, the researcher recommend
that traditional sellers and
online sellers focus more on
target market that is within
female ages 15-20 who are
more likely to shop than male
ages 15-20.
 In relation to customers, today expect
communication with service
departments to be instant. In fact, they
want immediate resolution of their
concerns too.

 In relation to agents that they are aware of their

roles and responsibilities along with who they
are accountable to if and when there are lapses
in service.
 In relation to the product, this situation can arise if the
customer has a specific product or service related
query or maybe needs guidance to decide on, which is
a suitable variant or model that will fit in best with
their needs.

Customers are the most important factor in

online or traditional businesses and therefore
customer satisfaction must be the main
priority in everything you do.